What The US Can Learn From India

The social media landscape is constantly evolving, driven by shifting algorithms and significant developments. One such game-changing possibility is a potential TikTok ban in the United States, which could redefine the country’s social media ecosystem.

Just How Big Is TikTok?

TikTok has built a huge fanbase in all these years. According to ABC News, currently TikTok has more than 170 million users in the US.

India, on the other hand, had a TikTok user base of approximately 200 million users before it was banned in June 2020, as per The New York Times.

Why The US Wants To Ban TikTok

According to NBC News, in April 2024, US President Joe Biden signed a law that required TikTok to be removed from its Chinese ownership and to be sold to a US company, or it would result in a ban. The case has now made its way to the US Supreme Court. 

Concerns over content manipulation and access to sensitive user data by the Chinese government prompted the move that could lead to a possible ban on TikTok in the US.

TikTok’s widespread influence in the US has created a cultural phenomenon, serving as a hub for everything from pop culture trends to breaking news. With growing speculation about its possible ban in the US, users are left questioning: what after TikTok?

So, What After TikTok?

Millions of users have spent years consuming and sharing content on TikTok. However, with the potential ban in the US just days away, users are turning to alternative platforms like Xiaohongshu, also known as RedNote, a Chinese short-video app that has recently gained popularity among Americans as a temporary refuge.

India Without TikTok

A similar shift occurred in India in 2020, when TikTok was unexpectedly banned overnight, over the Indian government’s concerns about TikTok posing a threat to users’ data.

Moreover, the ban was sparked by a border conflict between India and China. Along with TikTok, 59 other Chinese apps were also banned. The list included peer-to-peer file-sharing app Shareit, popular shopping site Shein, gaming app Clash of Kings, and more. 

The ban in India pushed TikTok users to move to Instagram, where Reels offered a similar platform for their content.

After the TikTok ban in India, there was a sudden rise in Instagram users. In 2020, Instagram had approximately 1.43 million users and it moved up to 1.69 million in 2021. By 2024, that number had gone up to 230 million users.

In 2025, estimates say Instagram has 385.4 million users in India. 

YouTube also introduced Shorts, their short-video format, which further capitalised on the demand for short-form video content, reshaping the digital landscape.

For Americans, the prospect of a TikTok-free social media scene might feel daunting, but there are lessons to be learned from India’s experience.

Look East

After the ban, Indian creators and audiences adapted by migrating to alternative platforms, including region-specific apps, almost instantly. The sudden change not only transformed user behaviour, but also pushed brands to rethink their strategies, leading to innovative approaches in audience engagement and communication.

For the US, where TikTok has been instrumental in shaping a large part of the social-media landscape, it will take America time to get used to a life without the short-video app.

However, there’s always a jugaad. Ask India.

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